The Sales Script Process How To Write Irresistible Sales Communication To Sell Your Products Services And Solutions

The Sales Script Process: How To Write Irresistible Sales Communication To Sell Your Products, Services And Solutions

Approximate read time: 10 minutes

Want to know how to write irresistible sales communication to sell your products, services and solutions?

Here are the elements:

  • STEP 1: Purchaser Insights;
  • STEP 2: Product, Service or Solution Insights;
  • STEP 3: Pipeline Alignment;
  • STEP 4: Script Purpose;
  • STEP 5: Script Outlining;
  • STEP 6: Script Creation;
  • STEP 7: Script Translation;
  • STEP 8: Sales Script (for the Sales Script); and
  • STEP 9: Script Distribution.

Let’s begin with…

The Sales Script Process Purchaser Insights

1) Purchaser Insights

This step is about understanding your prospects and customers.

You need to know your prospects and customers’ dreams, fears, problems, needs, mistakes and so on – the things that your products, services or solutions address.

You need to understand these and several other insights on a very deep level.

External insights are about pains and gains.

Internal insights are about your products, services and solutions.

Most people do not know their prospects and customers’ hot buttons and what makes them really tick.

At this step, we come across the first decision tree.

If you do not know your prospects and customers’ dreams, fears, problems, needs, mistakes and so on, then you need to do some heavy market research to discover what these are.

If you do know your prospects and customers’ dreams, fears, problems, needs, mistakes and so on, list them all.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about knowing your prospects and customers’, which leads us to the Product, Service Or Solution Insights step…

The Sales Script Process Pipeline Service Or Soultion Insights

2) Product, Service Or Solution Insights

…This step is about knowing your products, services and solutions value proposition and how they address each prospects and customers’ dreams, fears, problems, needs, mistakes and so on.

Once you know your prospects and customers really well, you then need to list all your main paid products, services or solutions.

Then list the:

  • Brand creation story;
  • Brand credibility;
  • Value proposition;
  • Features;
  • Benefits;
  • Advantage;
  • Who it is for and not for;
  • The offer;
  • The price;
  • That value translated into other currencies;
  • Guarantees;
  • Bonuses and incentives;
  • Testimonials and case studies;
  • Call to action;
  • And so on…

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step about getting clear on your product, service or solution range and its value in relation to customers, which leads us to the Pipeline Alignment step…

The Sales Script Process Pipeline Alignment

3) Pipeline Alignment

…This step is about aligning your sales script with your marketing and sales pipeline.

Once you have listed all your main paid products, services or solutions, you will then need to align each sales script with each step in your marketing and sales pipeline.

There are various standard waypoints in a marketing and sales pipeline and they correspond with standard sales scripts:

  1. External website, social media or email to your internal website;
  2. Internal website to gated offer (automatically redirects to low priced offer sales script);
  3. Email to gated offer;
  4. Gated offer to low priced offer sales script;
  5. Email to low priced offer sales script;
  6. Low priced offer sales script to main offer sales script (automatically redirects to low priced offer sales script);
  7. Email to main offer sales script;
  8. Main offer sales script to profit from offer sales script (automatically redirects to profit offer sales script); and
  9. Email to profit offer sales script.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about aligning your sales with your pipeline.

This leads us to the Script Purpose step…

The Sales Script Process Script Purpose

4) Script Purpose

…This step is about determining the purpose of each individual sales script.

Once you have aligned each sales script with each step in your marketing and sales pipeline, you will then need to establish the outcome, purpose or call to action you want prospects and customers to take when they consume the individual sales script based on where they are in your marketing and sales pipeline.

What do you want prospects and customer to do?

What is the call to action for the sales script?

What product, service or solution is on sale?

There are five possible choices for your sales script depending on the internal or external location where the sales script resides:

  1. Leave the current activity they are doing to consume content;
  2. Benefit from the specific solution of a gated offer;
  3. Become a customer by purchasing a low price offer;
  4. Upgrade their low price offer by purchasing a main offer; and
  5. Speed up or automate the main offer with a profit offer.

The purpose needs to cover at least one of these.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about the purpose of your Sales Script.

This leads us to the Script Outlining step…

The Sales Script Process Script Outlining

5) Script Outlining

…This step is about outlining an individual sales script.

Once you have established the outcome, purpose or call to action you want prospects and customers to take when they consume the individual sales script based on where they are in your marketing and sales pipeline, you then need to outline the sales script.

Use the formula also known as the acronym, AIDA:

  1. (A)ttention;
  2. (I)nterest;
  3. (D)esire; and
  4. (A)ction.

The term and format is attributed to Elias St. Elmo Lewis.

When discussing advertising, Lewis said “The mission of an advertisement is to attract a reader, so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it. If an advertisement contains these three qualities of success, it is a successful advertisement.”

This is what they mean:

  1. You first need to attract prospects’ or customers’ attention, cut through and stand out among all the other communication they are receiving;
  2. You then need to engage prospects or customers so they listen to your message;
  3. You then need to help them convince themselves that they desire your offer; and
  4. You finally need them to act on that desire.

Of course, the exact details of how to do this are beyond the scope of this guide.

These should take into account digital ad best practice, that is, stating the:

  • Brand creation story;
  • Brand credibility;
  • Value proposition;
  • Features;
  • Benefits;
  • Advantage;
  • Who it is for and not for;
  • The offer;
  • The price;
  • That value translated into other currencies;
  • Guarantees;
  • Bonuses and incentives;
  • Testimonials and case studies;
  • Call to action;
  • And so on…

This formula is consistent across modality.

The sales script needs to be comprehensive, but in dot point form.

There should be enough to remind you of the information you want to communicate if you were to speak to them.

It cannot be vague.

This will give you the layout and format of the content.

Start this step with the end in mind – the call to action and what you want the prospect or customer to do once they have consumed it.

Then write the headline to act as a hook to start consuming the sales script.

Next, write out the specifics of the information, then the introduction, and finally the transitions.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about outlining your Sales Script.

This leads us to the Script Creation step…

The Sales Script Process Script Creation

6) Script Creation

…This step is about creating an individual sales script.

Once you have outlined the content in detail, it is time to fill out the content so it makes sense.

This can take a lot of time and is probably the most time consuming part of the process.

Of course, the exact details of how to do this are beyond the scope of this guide.

This step is about creating your Sales Script.

This leads us to the Script Translation step…

The Sales Script Process Script Translation

7) Script Translation

…This step is about translating one individual sales script into much more.

Once you have created your sales script in one format, you then need to “translate” that version into many other versions, formats or designs.

The reason behind this is that you can get far more versions for an incremental bit of extra work.

These could include:

  • Written;
  • Audible;
  • Visual;
  • Live;
  • Canned; and
  • For both digital or physical use.

These other versions of sales scripts are based on the foundation of text you created in Step 6.

A text transcript with images can be turned into a slideshow.

The slideshow can be converted to video with an audio voice over.

These are all canned, but they can also be replicated in live versions, too.

The most obvious is that a text sales script can be used as an in-person sales script by your sales team.

Here is where you can create the additional modalities.

This translation process also helps with retention of information, particularly because humans need repetition of information to understand a message.

Consistent messaging and advertising works based on this psychology.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about Script Translation, which leads us to writing the Sales Script (for the Sales Script) step…

The Sales Script Process Sales Script For The Sales Script

8) Sales Script (For The Sales Script)

…This step is about writing the “sales” script for the individual sales script.

Sales scripts do not exist in isolation.

What I mean by this is that prospects and customers come across sales scripts somehow.

In other words, they took an action to find the sales script – it didn’t just randomly appear in front of them.

The action they took to find the content is what this step is about – writing the sales script to the sales script you just created in order to “sell” prospects and customers on consuming the sales script.

Once you have created your sales script, you need to write this sales script for the sales script.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about the writing the Sales Script for the sales script, which leads us to the Script Distribution step…

The Sales Script Process Script Distribution

9) Script Distribution

…This final step is about distributing the sales script for the sales you created, so prospects and customers have the opportunity to find it.

This sales script could be distributed through one of the following vehicles:

  • External website;
  • Owned website;
  • Email contact database;
  • Social media database;
  • Phone contact list;
  • Postal contact list;
  • And so on…

Or any other marketing distribution channel you have access to.

Of course, the exact details of how to do this are beyond the scope of this guide.

In summary, this step is about getting your sales script out to the largest amount of people to fulfil the specific purpose of the Sales Script.

The Definitive Digital Marketing & Sales Manual Take Action

Take Action

You made it…

You now have a solid plan for writing irresistible sales communication to sell your process, services and solutions.

That’s the full Sales Script Process, and it will be more than enough for you to get started on your own.

You can get the printed illustrated Process Map of this and 20 others for free, here

And if you’re serious about marketing and selling more, the logical next step is to contact me to help you do it yourself, have me do it with you, or have it all done for you.

This maybe the momentum you need to get great marketing and sales results.

Now let’s learn about The Sales Negotiation Process.

Or do you simply want more like this?

Join below to be notified immediately about new content and more. No annoying daily emails and no spam – just good content when it’s posted.


Leave a Reply

Your email address will not be published. Required fields are marked *